Barriers Against the Adoption of a Toy Packaging: Age and Gender as Characteristics of Targeting Children

Manel Mzoughi (1) , Joël Bree (2, 1)

1 NIMEC - Normandie Innovation Marché Entreprise Consommation
2 ESSCA Research Lab

This exploratory study aims to provide an explanation for the brakes to the adoption of toy-packaging targeting children and may be related to age and gender. In the light of 21 semi-structured interviews with children, we propose to identify the characteristics able to generate a targeting error and subsequently a negative affective response to the brand.

Keywords: toy-packaging; children; targeting; affective response

Domains: Humanities and Social Sciences; Business administration

Manel Mzoughi, Joël Bree. Barriers Against the Adoption of a Toy Packaging: Age and Gender as Characteristics of Targeting Children. 21st International Conference on Corporate and Marketing Communications, Apr 2016, London, United Kingdom. ⟨hal-02022310⟩